Instead of 'leading the witness' with predefined questions/conclusions, I'd recommend something more like:
- Provide a list of factors (lightweight, waterproof, ventilation, resistance to wear, quick set-up, maybe even factors like reviews, brand name, etc.)
- Ask each respondent to rank the factors in order of importance
- Ask why each factor is important or not.
- Possibly even ask why each factor is ranked higher than another.
(Example: Cost may be important, but is it more important than light weight? To some folks, light weight is ideal & cost-is-no-object, whereas for folks on limited budgets the opposite is true.)
In the end, it's not about the advertisements, sales pitches, glowing catch-phrases or anything like that, it is how well it works in practice!
Last edited by CannondaleKid
on Mar 19 2018 8:04 am, edited 1 time in total.